Reflections on Seafood Expo Barcelona

By Marie-Anne Omnes, Head of Trade Marketing (Europe), Seafood Scotland.

A little over a month ago, the Seafood Scotland team headed to Barcelona for one of the most important events in the seafood calendar: Seafood Expo Global, commonly known as SEG, and the largest seafood tradeshow in the world.?

This was not my first time attending. I’d been to previous expos in Brussels; however, that was pre-Brexit, pre-Covid, pre-inflation and logistics issues, and it felt like a million years ago - a different world.??

Preparing for the event, I wondered if I would find the same buzz, the same energy, the same eagerness from buyers to find the best products; whether companies would be as keen to showcase their products and services in a sea – pun intended!- of seafood companies. There were 87 countries exhibiting, 150 countries attending, 35,000 professionals walking the floor - was I going to be eaten alive?? Or was I going to discover the tradeshow world was fading away in this new online era??

First things first, we all survived and even thrived as our Seafood Bar served fusion tapas to almost 200 people over three days. Chef Steve Walpole and his team - skilful ambassadors of Scottish seafood - sliced, diced, poached, fried and glazed products from all four corners of Scotland to an audience of international buyers and Scottish companies. We were fully booked most days. “Another Scottish Salmon croquette, Se?or? Or would you like to try our mussels bao buns first, and then our miso glazed langoustines?”?

?I am not sure the Michelin guide gives stars to trade show pop-up restaurants, but I feel we deserved one.

Secondly, after attending SEG I strongly believe that industry trade shows are here to stay. No online B2B event could replace the numerous planned and impromptu stand meetings, chance conversations, product samplings and prospect connections that took place over the three days. We were surrounded by other national pavilions, and yet stood out. I have come to realise that Scotland has an invaluable advantage over other countries: people like the Scots.? And I say that as a French national who has made the country her adopted homeland.?

They like the stories about our high-quality products, the cool clear waters, and the hard-working people who are passionate about what they do. There is no other way to say this; we were met by instant empathy from 99% of the people we interacted with; and this came alive at the trade show, where old and new contacts walked the five huge halls of the Fira Barcelona to talk to us. Scottish Development International, our partner for the event, hosted 14 companies this year, and interest is already growing for the 2025 edition.??

SEG, we will be back for a warm ‘rendezvous’ in May 2025!?